Amid reports of Accenture’s aspirations in the media business, the consultancy’s digital media arm has confirmed its intention to buy social media outfit Adaptly.
The proposed purchase is set to bolster the company’s Accenture Interactive Programmatic Services offering, as Adaptly helps advertisers purchase media on social networks including Facebook and Twitter.
Adaptly will be housed within Accenture’s managed services operation, which helps advertisers optimize their media buys. Scott Tieman, Accenture Interactive’s global head of programmatic services, said the addition of Adaptly will complement the company’s existing media services offering, which includes optimizing media campaigns using tech-driven insights.
“This acquisition will help us to further reinvent today’s operating approach by re-engineering the campaign process with data, applied intelligence and digital technologies,” said Nikki Mendonça, president of Accenture Interactive Operations.
Adaptly
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